Google must open AdX to rivals under six-year remedies as AI ad platforms grow

Google must open its AdX exchange to competing publisher ad servers within 12 months under the court’s six‑year behavioral regime. The share of AdWords impressions going to traditional display dropped from over 40% in 2019 to 11% in 2025. On September 10, Amazon began offering ChatGPT ad inventory through its U.S. demand‑side platform to selected advertisers.

The remedies also require Google to integrate its ad tech more closely with the open‑source header bidding platform Prebid and to let AdX bid into rival publisher ad servers. Google must improve publishers’ ability to move their data and will be barred from giving preferential treatment to its own ad tech under a six‑year oversight by a monitor and technical committee. The court’s judgment runs for six years, with compliance overseen by the appointed monitor and committee, while the required Prebid integrations take longer to implement. Separately, a ChatGPT ad format lets users click an ad to open a conversation with a brand agent inside the AI, and last week OpenAI stopped approving ChatGPT ads for standalone image‑ and voice‑generation tools that compete with its own offerings.

The remedies aim to curb the advantage Google gained when publishers relied on its ad server to secure advertiser demand during the desktop web era. At the same time, AI‑driven platforms are building their own integrated ad systems, shifting the industry’s focus away from traditional open‑web display.

What we know

• Google must open AdX to competing publisher ad servers within 12 months.

• The remedies impose a six‑year behavioral regime on Google’s ad tech.

• The share of AdWords impressions going to traditional display dropped from over 40% in 2019 to 11% in 2025.